Google Analytics - PodCamp Toronto 2009

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Want to know how your effective your social media and advertising campaigns *really* are? Find out some extra information you can get from your Google Analytics account - like the full referrer of a …

Want to know how your effective your social media and advertising campaigns *really* are? Find out some extra information you can get from your Google Analytics account - like the full referrer of a page!

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  • 1. February 21, 2009 Helen M. Overland | PodCamp Toronto 2009 HELEN M. OVERLAND PodCamp Toronto, 2009 Increasing Audience Share Using Google Analytics
  • 2. Increasing Audience Share Using Google Analytics February 21, 2009
    • Today:
    • Who Am I?
    • Use Your Tools
    • Find the Referring Page
    • Better Track Social Media Traffic
    • Actually Log In Sometimes
    Helen M. Overland | PodCamp Toronto 2009
  • 3. Increasing Audience Share Using Google Analytics Who Am I?
    • Director, Search Engine Marketing with non~linear creations – www.nonlinearcreations.com
    • Online marketing projects with large well-known brands
    • Proven success: have used creative marketing to generate steady increases in sales on a limited 5% budget
    • Almost a decade of experience
    • Speaker at marketing conferences such as Search Engine Strategies and Search Marketing Expo
    February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  • 4. Increasing Audience Share Using Google Analytics Use Your Tools
    • Know What’s In Your Toolbox!
    • On-site Search Tracking
      • Find out if you have usability barriers
      • See what content people want
    • Custom Filters
    • Visitor Segments
    • Custom Reports
    February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  • 5. Increasing Audience Share Using Google Analytics Use Your Tools
    • Know What’s In Your Toolbox!
    • Set up on-site search tracking:
    • yoursite.com/index.php?q=test
    • q is the search parameter
    February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  • 6. Increasing Audience Share Using Google Analytics Use Your Tools
    • Know What’s In Your Toolbox!
    • On-site Search Tracking
    • Custom Filters
      • Exercise control over your data
      • Gain better insight into visitors
    • Visitor Segments
    • Custom Reports
    February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  • 7. Increasing Audience Share Using Google Analytics Use Your Tools
    • Know What’s In Your Toolbox!
    • On-site Search Tracking
    • Custom Filters
    • Visitor Segments
      • Not all visitors behave the same
      • Find out how different segments behave
    • Custom Reports
    February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  • 8. Increasing Audience Share Using Google Analytics Use Your Tools
    • Know What’s In Your Toolbox!
    • Visitor Segments
    February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  • 9. Increasing Audience Share Using Google Analytics Use Your Tools
    • Know What’s In Your Toolbox!
    • On-site Search Tracking
    • Custom Filters
    • Visitor Segments
    • Custom Reports
      • Compile the information you need
    February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  • 10. Increasing Audience Share Using Google Analytics Use Your Tools
    • Know What’s In Your Toolbox!
    • Custom Reports
    February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  • 11. Increasing Audience Share Using Google Analytics Finding the Referring Page
    • Default Google Analytics:
    February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  • 12. Increasing Audience Share Using Google Analytics Finding the Referring Page
    • Default Google Analytics:
    • The Information We Want:
    February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  • 13. Increasing Audience Share Using Google Analytics Finding the Referring Page
    • How to Get Full Referring Page Information
    • Step #1 – Create a new profile & add this filter:
    February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  • 14. Increasing Audience Share Using Google Analytics Finding the Referring Page
    • How to Get Full Referring Page Information
    • Step #2 – Create the following Custom Report:
    February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  • 15. Increasing Audience Share Using Google Analytics Finding the Referring Page
    • How to Implement Full Referring Page Information
    • Step #3 – Wait a few hours, then check your custom report:
    February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  • 16. Increasing Audience Share Using Google Analytics Better Track Social Media Traffic
    • Why?
    • Track referrers more accurately – know where to spend your efforts
    • Find out which services drive the most traffic
    • Spend more time interacting with networks that work for you
    February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
    • What to Track:
    • Twitter
    • Facebook
    • LinkedIn
    • Banner Ads
    • Email Links
    • Etc.
  • 17. Increasing Audience Share Using Google Analytics Better Track Social Media Traffic
    • How to Implement Campaign Link Tagging
    • Step #1 – Use the Google URL Tool to create the tracking link
    • http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578
    February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  • 18. Increasing Audience Share Using Google Analytics Better Track Social Media Traffic
    • How to Implement Campaign Link Tagging
    • Step #2 – Send the link out
    February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  • 19. Increasing Audience Share Using Google Analytics Better Track Social Media Traffic
    • How to Implement Campaign Link Tagging
    • Step #3 – Wait a few hours, then check your campaigns
    February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  • 20. Increasing Audience Share Using Google Analytics Actually Log In Sometimes
    • Analytics Data on a Server is Useless
    • Log in, Look at trends:
      • Total traffic
      • Referring sites, pages & campaigns
      • Popular content
      • Look at your segments
    • Above all, make a decision and DO SOMETHING
    February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  • 21. Increasing Audience Share Using Google Analytics
    • Summary:
    • Use the tools available to locate problems and increase content your audience wants
    • Track the full referrer of pages to increase understanding of how people see your site
    • Track your outreach efforts to see what’s working and drop what’s not
    • Actually Use the Data to make an action plan
    February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  • 22. Thank You!
    • Helen M. Overland [email_address]
    • nonlinearcreations.com
    • MsSEM.com
    • Follow Me: twitter.com/semlady
    • Download this presentation after Monday, Feb 23 rd at:
    • cli.gs/analytics
    February 21, 2009 Helen M. Overland | PodCamp Toronto 2009